Jackson Henderson wants to start a production company to provide music, video, and content services for independent artists. He outlines his background and skills in audio/video production. The document establishes goals and strategies for building his personal brand and business through networking, marketing, and developing new professional skills.

1. PERSONAL BRAND EXPLORATION
Jackson Henderson
Project & Portfolio I: Week 1
March 7, 2021

2. My name is Jackson Henderson and I’m from
Oneonta, AL. I have always had a passion for
getting people involved in the things they love
the most. I want to run a production company for
music, video, and all things content. This is a up
and coming industry that is exploding with
talent. There are countless artists in need of
these services and I plan to help. I will use my
resources I have developed over time to build an
unmatched label for artists to grow with and
shine.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Talent Director
• Sound Engineering Technician
• Media Technical Director
I use my Hero Archetype to the best
of my ability by improving my
clientele. I ensure that they get the
best out of me and themselves.
People need that extra push and the
right communication to help them
become better at what they do.
Manager for independent artists
Picture Relevant
to Your Industry
Goes Here

4. • DEMOGRAPHICS: My
demographics mainly include
younger artists between 18-30.
They comprise 80% of my work.
Ages 30-50 are 9% and 50+ are
1%.
• PSYCHOGRAPHICS: People
who will be working with me
have high interests in high
quality photos, music, videos
and all around production.
• IDEAL AUDIENCE MEMBERS:
This group would consist of people
like ASAP Rocky, Lana Del Ray,
and The Weeknd.
Musical artists who are independent or with a label.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, YEAR)
• Specific goal you want to achieve in short term.
‣15 artists per week receive music services and
30% of them receiving video content.
Mid Term: (YEAR)
• Specific goal you want to achieve in mid term.
‣15 artists per week receive music services, 5
are contracted and 50% receive video content.
Long Term: (YEAR)
• Specific goal you want to achieve in long term.
‣15 artists per week receive music services, 10
are contracted and 100% receive video
content.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Video Editing 85%
Mixing 95%
Communication 100%
Listening 100%
SOFT
HARD
Videography 80%
Tracking 75%
Leadership 100%
Team work 85%
SOFT
HARD

7. I help creators do level up by outperforming
the competition.
PROMISE

8. CREDENTIALS
Work Experience:
• Music video producing over 12k+ views
on YouTube.com
• Produced musical record for high profile
artist streaming thousands of plays.
Education:
• Business Management, B.S., Jacksonville
State University (2010-2014)
• Certificate of Completion for Audio Production, Full Sail University (2018-2019)
Leadership Roles:
• Instructed 350+ individuals in the military
on a daily basis for drills and
assignments.
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Alex Dunning
Industry Experience:
• 1 Year
Education:
• Full Sail University
• Eureka College
• Hearland Community College
Leadership Experience:
• Assistant Manager and supervisor
Skills and Proficiencies:
• Teamwork - 0 endorsements
• Team Building - 0 endorsements
• Leadership - 0 endorsements
Jackson Henderson
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
profile?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100
Industry Experience:
• 4 years of audio and visual experience
Education:
• Full Sail University Music Business and Audio
Production
Leadership Experience:
• Lead and assigned roles for over 300 military members
daily
Skills and Proficiencies:
• Team Leadership - 0 endorsements
• Project Coordination - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 239 Connections, custom banner,, professional
headshot, published articles, active on other social
media, custom LinkedIn URL
• Grade: 100/100

10. COMPETITION
Kerri Mackar
Noteworthy Experience:
• Marketed for artist at Rolling Stone
Jackson Henderson
Industry Experience:
• 10 Years
Education:
• Penn State University, Public Relations
Skills and Proficiencies:
• Marketing - 9 endorsements
• Social Media Marketing - 8 endorsements
• Digital Media - 6 endorsements
Overall Online Presence:
• 500+ connections, no custom banner, professionalism
headshot, little detail on profile, no published articles,
non active on other social media, no custom URL
• Grade: 70/100
Industry Experience:
• 4 years of audio and visual experience
Education:
• Full Sail University Music Business and Audio
Production
Leadership Experience:
• Lead and assigned roles for over 300 military members
daily
Skills and Proficiencies:
• Team Leadership - 0 endorsements
• Project Coordination - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 239 Connections, custom banner,, professional
headshot, published articles, active on other social
media, custom LinkedIn URL
• Grade: 100/100

11. BRAND POSITION
For [creators] who [rise above], I provide [quality
audio and video content unmatched by the
competion] because [that’s the way things should
be done without any excuses.]
“THE DEFINITION”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• SXSW
‣ March 16-20 | Austin, TX
• All-Star Weekend
‣ March 5-7 | Atlanta, GA
• Beale Street Music Festival
‣ April 30 | Memphis, TN
Digital Marketing
• Primary Content: I will create short video clips of artists and
me connecting with people in our networking group.
• Primary Tools: Instagram and Facebook are two heavy hitters
for promotion. I’ll be posting everyday to those sites to
promote what we are doing.
• Website: I’ll be showing off the artists and the work that I have
finished. I want everyone to know what products we produce.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• My mentor is someone who can help show me the
different ways to be successful within my industry. I
want this relationship to start by 2022.
Formal Education
• Full Sail University Music Business Degree
• Certificate of completion from Skill Share videography
and photography courses.
Technical Skills
• Rick Barker Media course
• Max Novak Adobe course
Soft Skills
• Communicating with Confidence; LinkedIn Learning;
2019
• Communication Foundations; LinkedIn Learning; 2021

14. Jackson Henderson
You know when you have tried everything and can’t
beat the competition? Well, what I do is find those things you’remissing and
build your foundation from the ground up. In fact, I have taken an artist from
20 engagements to 50 per post in a month.
“
Picture of You
Goes Here

15. REFERENCES
“Adobe Certification: Online Courses, Training and
Tutorials on LinkedIn Learning.” LinkedIn,
www.linkedin.com/learning/search?
keywords=adobe+certification.
“Details Report for: 27-4014.00 - Sound Engineering
Technicians.” O*NET OnLine, www.onetonline.org/
link/details/27-4014.00.
“Summary Report for: 27-4011.00 - Audio and Video
Technicians.” O*NET OnLine, www.onetonline.org/
link/summary/27-4011.00.
“SXSW Conference & Festivals.” SXSW, 3 Mar. 2021,
www.sxsw.com/.
“Log In or Sign Up.” LinkedIn, www.linkedin.com/.